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  • Theme Park and Resort Marketing

    From mega players like Disneyland, Six Flags, Universal Studios and Busch Gardens to niche players such as Atlantis, Great Wolf Lodge and Hershey Park, Americans love their amusement parks and resorts.

  • Credit Cards and Soap: Differences and Similarities

    Credit cards and soap are both classified as commodities, but from a marketing perspective the similarities don’t extend much beyond that. Soap is largely about the very expensive game of buying recognition and differentiation through brand advertising, product positioning and distribution. So in that space, the TUP Model applies: Volume can be influenced by the trial rate, user rate and

  • Credit Cards: Align your Marketing with Customer Lifecycles

    The beauty of marketing credit cards lies in the unique dynamics of the product. Anticipate and address these dynamics and you can continue deriving income from the same customer over a lifetime.

  • Creating and Measuring Value

    In any industry, you can’t create value unless you understand what the customer needs—and how to satisfy that need at a price that’s both acceptable to the customer and profitable to the company––all before your competitors beat you to it. That means supply and demand management are crucial.

  • The 4 Es: Adding Fuel to the Marketing Mix

    For more than half a century, marketers have relied on the 4 Ps of marketing, a framework first written by E. Jerome McCarthy in his book Basic Marketing: A Managerial Approach. McCarthy’s formulation, which includes price, product, promotion and place (distribution), has informed the bedrock of product and marketing management since 1960.

  • Rediscovering the Sheer Power of DM

    Fashionistas know the drill: what’s out of fashion has a way of roaring back when conditions change. Today we’re seeing a similar resurgence in direct mail—a medium that had been written off prematurely as a relic. Not anymore. A decade ago, digital marketing, a then-emerging alternative for reaching massive numbers of inboxes, started attracting attention and dollars. It quickly supplanted direct

  • Showcasing Creative Solutions in Places That Matter

    Headed to FICO World 2018? We are. Scheduled for April 16-19 in Miami Beach, the event is the leading international conference on advanced analytics and decision technology. From artificial intelligence (AI), machine learning and analytic innovation to customer acquisition, growth and retention and collections and recovery, to decision management, scoring strategies, and Cybersecurity, FICO World 2018 is the place to be.

  • How to Engage Your Customers and Improve Collection Rates

    As long as debtors have been late with payments, collections activities have largely followed the same basic script: Ask nicely, ask forcefully, demand, threaten, charge-off. Most creditors rely on outbound calling strategies to do the heavy lifting and simply view their letter strategy as a compliance tool.

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